MAM
Nidhi Maheshwari steps up as JioStar’s brand marketing director
MUMBAI: Nidhi Maheshwari has taken a new seat at the brand strategy table, announcing her move to director of brand marketing at JioStar. It marks another leap in a career built on launches, turnarounds and campaigns that often became the story themselves.
Her latest role follows a year at JioStar, where she steered brand strategy as senior brand manager for JioHotstar. She played a central part in the platform’s launch and shaped its nationwide visibility through tightly crafted campaigns across cricket, entertainment and regional content.
Before her Jio stint, Nidhi spent nearly four years at Disney plus Hotstar as senior marketing manager for Hotstar Specials. She guided some of the platform’s biggest titles, including The Night Manager, which hit exceptional awareness marks with leaner budgets and won Promax Asia Gold and Promax India honours. She also led the hit franchise Aashiqana from concept to three successful seasons and rolled out 360 campaigns for shows like Moving in with Malaika, Shoorveer and R R Rajamouli’s Baahubali animated series.
Her marketing playbook was shaped further at Lionsgate, where she launched the Lionsgate Play OTT app in India and drove growth through original shows and 360-degree campaigns.
Nidhi’s early years were equally eclectic, cutting across Parle Agro’s fizz portfolio, Lakme’s fashion and bridal verticals, ITC and London & Partners. Whether managing Bigg Boss integrations for Appy Fizz or scaling new salon formats at Lakme, she consistently turned brand mandates into sharp, high-impact execution.
With over a decade of hands-on brand building across entertainment, beauty and FMCG, Nidhi now steps into her JioStar role with a mix of polish and pace. For the brand world, it is one more chapter in a career that seems to thrive on bold briefs and even bolder outcomes.
MAM
Stayfree launches campaign for night-time period protection
New film highlights how Secure Nights pad helps women sleep better during periods.
MUMBAI: Stayfree just turned period nights from restless to restful because when the pad works overtime, even your sleep gets a well-deserved promotion. Stayfree has unveiled a new digital campaign spotlighting the distinct needs of period nights compared with days. The film, conceptualised by DDB Mudra, shows how many women use the same pad day and night, leading to frequent wake-ups from leak worries, poor sleep and drowsy days that follow.
Research cited in the campaign reveals that nearly 67 per cent of women on their periods experience sleep deprivation on some nights due to discomfort and anxiety. The ad gently illustrates this cycle: a woman tosses, checks for stains, and drags through the next day fatigued.
The campaign promotes Stayfree Secure Nights, designed specifically for night-time use with NightLock Technology for superior absorption, 2 times better coverage, a wider back, and a soft feel. It promises up to 100 per cent leakage protection while sleeping, allowing uninterrupted rest so women wake up fresh.
Kenvue, vice president marketing and essential health business unit head Manoj Gadgil said, “Many women unknowingly compromise their sleep quality by using day pads at night. Poor period sleep doesn’t just affect the night; it can impact how women feel and function the next day. Stayfree Secure Nights addresses specific night-time needs with reliable protection.”
The campaign will run across Youtube, Meta and leading OTT platforms, encouraging women to recognise the day-night difference and switch to night-specific protection.
In a world where periods already demand enough stamina, Stayfree isn’t asking for extra effort, it’s quietly handing women the one upgrade that turns restless nights into recharged mornings, one peaceful sleep at a time.
